The pitch
What walked into the Den
Masons Beans appeared on Dragons' Den in season 13, episode 13, which aired in 2016, pitched by Ben Mason.
In the pitch, Masons Beans asked the Dragons for £50,000 for 20% of the business, valuing the business at about £250,000.
After the show
What happened next
On air, Masons Beans agreed a deal of £50,000 for 20%, backed by NickJenkins. The terms are quoted from the aired episode as public record.
Masons Beans has since wound down.
Our read
The Hub verdict
Baked beans are about as everyday as food gets, which is exactly why a fresh-cooked twist can stand out. Ben Mason asked 50,000 pounds for 20% of Masons Beans, a 250,000-pound valuation, and Nick Jenkins, the Moonpig founder, took it on the terms offered. A one-fifth stake keeps Mason in clear control while handing him an investor who built a consumer brand from scratch, arguably the ideal Dragon for a challenger grocery product. The valuation is neither timid nor inflated. The tension is baked in: a fresh product competing for space against tinned incumbents with a century of habit behind them, which is exactly where a founder-turned-Dragon's brand experience earns its keep.
